Nielsen Revises iPad App Stats

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Nielsen Revises iPad App Stats

A high-profile market research company radically revised its findings about how many iPad users download iPad apps.

Last week Nielsen published figures stating that 31 percent of iPad owners had never downloaded an app.

Now the company has revised its figures. The true number, Nielsen now says, is 9 percent.

In other words, the vast majority of iPad owners – more than 9 out of 10 – have downloaded an app. Games are the most popular category, followed by books and music, as shown in Nielsen's revised graphic, shown here.

The original number was eye-catching and, if true, would have had significant implications for the viability of Apple's app model, not only on the iPad and iPhone but on the soon-to-be-launched Mac App Store for OS X customers. The notion that one-third of tablet users were perfectly satisfied with the device's web browser, e-mail client and other utilities was surprising, if not totally unbelievable.

We were taken in by the survey, but treated it with a dose of healthy skepticism:

If these figures are actually meaningful (ie. if the self-selecting sample-group actually contains more than a few dozen iPad owners) then perhaps the app store isn’t the competitive advantage that Apple believes it to be.

Turns out that the App Store may be a competitive advantage, after all.

In reporting the news, we're only as good as our sources. Nielsen is usually a credible provider of market research, and we made a mistake in reporting their numbers without examining them more closely.

For its part, Nielsen hasn't explained how it managed to overstate the number of non-app-downloading customers by a factor of three. At least they've corrected their original post.